ABSTRACT
Participation refers not only to buying genetic tests online, but also to other forms of 'participatory' practices into which consumers are enticed once they enter the marketplace, such as sharing genetic profiles, commenting on fora and blogs and taking part in genetic research. Genetic testing sold through the internet has captured the interest of researchers in various disciplines, including law and sociology. This chapter draws upon and bring together internet studies scholarship concerning participatory culture and sociological literature concerning medical research participation. The participatory culture of 23 and Me research thus appears considerably different to disease-specific patient-organised research participation. Embroidered onto the virtual lapels of research participants' profiles were badges of participation. According to the anthropologist Marcel Mauss, gift giving always entails reciprocal exchange and hidden ties of mutual obligation. The consumer/participant not only performed free labour, but also performed clinical labour by spitting into the spittoon and submitting it for analysis, the heart of 23 and Me's research endeavour.
